Book description
Master the latest marketing tools and trends
Marketing strategies are evolving faster than ever before, and mastering the latest and greatest strategies are essential to getting results. This updated edition of the classic marketing bestseller includes new and revised material, with full coverage of the latest marketing trends and how to effectively apply them to your business. Whether it's boosting your baseline marketing skills, figuring out social media, developing a comprehensive Internet marketing strategy, or getting expert tips on effective local marketing techniques, Marketing for Dummies, 4th Edition has everything you need in one easy-to-use and accessible guide.
Effective marketing is about knowing your customers and giving them what they want, when they want it. The latest marketing research tells us that every customer interaction is an opportunity to grow your business and your bottom line, which is why you need a results-oriented marketing plan. With this updated, practical, and savvy guide to marketing strategies that work, you can apply the skills you already have more efficiently than ever before Marketing For Dummies, 4th Edition gives you the structure and practical advice you need to get the most out of every marketing initiative and, ultimately, grow your business.
Maximize the lifetime value of your customers
Connect web marketing strategies to real world traffic and sales
Implement local sourcing to boost local and regional marketing initiatives
Focus your online marketing strategy to target only qualified buyers
Before you waste any more time with ineffective and potentially costly marketing missteps, let Marketing For Dummies, 4th Edition establish viable marketing strategies that will help your business succeed.
Table of contents
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- Introduction
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Part I: Getting Started with Marketing
- Chapter 1: Optimizing Your Marketing Program
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Chapter 2: Strengthening Your Marketing Strategy
- Finding and Riding a Growth Wave
- Growing with a Market Expansion Strategy
- Specializing with a Market Segmentation Strategy
- Developing a Market Share Strategy
- Designing a Positioning Strategy
- Considering Other Core Strategies
- Selling Innovative Products
- Writing Down and Regularly Reviewing Your Strategy
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Chapter 3: Writing a Marketing Plan
- Grasping the Value of the Marketing Plan
- Reviewing the Contents of a Good Plan
- Understanding the Do’s and Don’ts of Planning
- Writing a Powerful Executive Summary
- Preparing a Situation Analysis
- Clarifying and Quantifying Your Objectives
- Summarizing Your Marketing Program
- Exploring Your Program’s Details
- Managing Your Marketing Program
- Projecting Expenses and Revenues
- Creating Your Controls
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Part II: Leveraging Your Marketing Skills
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Chapter 4: Researching Your Customers, Competitors, and Industry
- Knowing When and Why to Do Research
- Asking Really Good Questions
- Paying Wisely for Market Research
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Researching the Low-Cost (Or Free!) Way
- Observing your customers
- Asking customers questions
- Posing your questions
- Considering some sample questions
- Comparing your approach to that of your competitors
- Creating a customer profile
- Entertaining customers to get their input
- Using e-mail to do one-question surveys
- Surfing government databases
- Establishing a trend report
- Analyzing competitors’ collateral
- Researching your strengths
- Probing your customer records
- Testing your marketing materials
- Interviewing defectors
- Asking kids about trends
- Creating custom web analytics
- Riding a Rising Tide with Demographics
- Chapter 5: Engaging Your Marketing Imagination
- Chapter 6: Pumping Up Your Marketing Communications
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Chapter 4: Researching Your Customers, Competitors, and Industry
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Part III: Advertising for Fun and Profit
- Chapter 7: Perfecting Your Printed Materials
- Chapter 8: Signing On to Outdoor Advertising
- Chapter 9: Broadcasting Your Message
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Part IV: Finding Powerful Alternatives to Advertising
- Chapter 10: Maximizing Your Web Marketing
- Chapter 11: Making a Positive Impression in Low-Cost Ways
- Chapter 12: Leveraging Face-to-Face Marketing Opportunities
- Chapter 13: Going Direct with Your Marketing
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Part V: Selling Great Products to Anyone, Anytime, Anywhere
- Chapter 14: Making Your Brand Stand Out
- Chapter 15: Finding the Right Pricing Approach
- Chapter 16: Distributing Your Product Where Your Customers Are
- Chapter 17: Succeeding in Sales and Service
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Part VI: The Part of Tens
- Chapter 18: Ten Common Marketing Mistakes (And How to Avoid Them)
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Chapter 19: Ten Tips for Boosting Web Sales
- Take Well-Lit Product Photos
- Choose the Right Backdrop
- Include Info for Comparative Shoppers
- Add Streaming Video
- Provide Prompt E-Mail Support
- Supply a “Contact Me Now” Option
- Design a Clean, Uncluttered Site
- Offer Straightforward Site Navigation
- Build an Appealing, Trustworthy Brand
- Put Your Web Address Everywhere
- About the Author
- Cheat Sheet
- More Dummies Products
Product information
- Title: Marketing For Dummies, 4th Edition
- Author(s):
- Release date: May 2014
- Publisher(s): For Dummies
- ISBN: 9781118880807
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